Why do you want a luxury watch?

I work hard and I play hard. Only the best is good enough for me and my watch has to reflect that.

A mechanical watch is the antithesis to our modern ‘Instagram, fast-fame, celebrity-obsessed’ society. It’s the result of a century-old craftsmanship that creates tiny pieces of art and when you buy a good watch, it will serve you – and maybe your children, too – as a reliable tool for the coming years and decades.

I have a demanding job, my outfit is well-selected, and I work out and eat healthy. I want a high-quality watch to be the perfect finishing touch.

Everybody wears an Apple watch or a Rolex. I want something truly special, a watch that reflects who I am and what I love.

What should your watch look like?

It needs to be big, bold and go perfectly with my red Gucci sneakers and the black interior of my white Mercedes-AMG.

For dress watches, I prefer small, minimalistic pieces without a date. A sports watch should focus on its tool capabilities with clean readable dials and no unnecessary color experiments.

My watch should be a good fit for every occasion – no matter if I’m in the office, playing with my kids, or going to a fine restaurant with my spouse.

My watch should have a unique design, different from all the usual ones you see in ads.

What should the brand of your watch represent?

Either the fine art of haute horlogerie or true tool watches built for a purpose which were used during some of humanity’s biggest accomplishments in space, at the bottom of the ocean, or in legendary car races.

Perfection and excellence in quality as well as in investment value.

A brave and rebellious character and the power to innovate. A mix between Tesla, Ferran Adrià, and David Bowie.

How important is the watch movement and its finishing?

What are you talking about? A luxury watch has luxury quality. Nothing else is important.

The most important part of the watch needs to be a true in-house achievement or a movement of historical importance like a Lemania 321. If it’s a dress watch, the finishing should be outstanding with beveled edges, gold chatons, blued screws, and handmade polishing.

If I’m paying a premium price, I expect premium quality in every detail.